jb 3283 Persuasive Writing

Persuasive WritingPersuasive Writing

We are PR ProfessionalsWe are PR Professionals

PR writers are advocates in the PR writers are advocates in the marketplace of public opinionmarketplace of public opinion

We must use persuasive techniques We must use persuasive techniques that arethat are– TruthfulTruthful– Socially acceptableSocially acceptable

Basics of CommunicationBasics of Communication

Sender (advances the objectives of Sender (advances the objectives of the organization/sender)the organization/sender)

Message (what should they think, Message (what should they think, believe or do - research to find out believe or do - research to find out what they know before you make the what they know before you make the message)message)

Media (TV, billboard, newspaper, Media (TV, billboard, newspaper, friend)friend)

Receiver (public you must reach)Receiver (public you must reach)

Message BasicsMessage Basics

Message must be – Message must be – – ReceivedReceived– AttentionAttention– UnderstoodUnderstood– BelievedBelieved– RememberedRemembered– Acted uponActed upon

Persuasive WritingPersuasive Writing

Audience AnalysisAudience Analysis– ResearchResearch– Know your audience/targeted publicKnow your audience/targeted public

Source CredibilitySource Credibility– Expert/Charismatic/SincereExpert/Charismatic/Sincere

Appeals to Self-InterestAppeals to Self-Interest– ““What’s in it for me?”What’s in it for me?”

Message ClarityMessage Clarity– Copy-test on audience/publicCopy-test on audience/public– Avoid jargon the public won’t understandAvoid jargon the public won’t understand

Persuasive Writing Cont…Persuasive Writing Cont…

Timing & ContextTiming & Context– Triggering eventsTriggering events– Seasonal EventsSeasonal Events

Symbols, Slogans, AcronymsSymbols, Slogans, Acronyms SemanticsSemantics

Persuasive Writing Cont…Persuasive Writing Cont… Content & StructureContent & Structure

– DramaDrama Personalize/humanizePersonalize/humanize

– StatisticsStatistics Factual, people believe #sFactual, people believe #s

– Surveys/PollsSurveys/Polls People want to know what others thinkPeople want to know what others think

– ExamplesExamples– TestimonialsTestimonials

““I use it”I use it”

– EndorsementsEndorsements Image-transferImage-transfer

– Emotional AppealsEmotional Appeals

More About PersuasionMore About Persuasion Generally speaking, positive appeals are more Generally speaking, positive appeals are more

effective than negative appealseffective than negative appeals Celebrity is most effective when audience has Celebrity is most effective when audience has

low involvementlow involvement Strong emotional appeals/fear appeals best when Strong emotional appeals/fear appeals best when

audience has interest in topic, concernaudience has interest in topic, concern Highly fear-arousing appeals work only when Highly fear-arousing appeals work only when

immediate action can be takenimmediate action can be taken W/highly-educated audience use LOGICAL W/highly-educated audience use LOGICAL

appeal, not emotional oneappeal, not emotional one Repetition is keyRepetition is key

– Reminds themReminds them– Breaks down resistance to messageBreaks down resistance to message– Helps overcome competing messagesHelps overcome competing messages

Examples

Caution, Do Not…Caution, Do Not…

Use false or distorted facts to support Use false or distorted facts to support your argumentyour argument

Do use illogical reasoningDo use illogical reasoning Don’t say you’re an expert if you aren’tDon’t say you’re an expert if you aren’t Don’t use smear tacticsDon’t use smear tactics Don’t appeal to hatred or “God” to further Don’t appeal to hatred or “God” to further

your causeyour cause Don’t conceal your real purposeDon’t conceal your real purpose Do NOT advocate something you don’t Do NOT advocate something you don’t

believebelieve

What is a Theory?What is a Theory?

A theory is an explanation for observable A theory is an explanation for observable phenomena. It is a proposition that tries phenomena. It is a proposition that tries to explain the observed facts related to a to explain the observed facts related to a specific problemspecific problem– Magic BulletMagic Bullet– Two-Step FlowTwo-Step Flow– Uses & GratificationsUses & Gratifications– Media Effects (Agenda-Setting)Media Effects (Agenda-Setting)– FramingFraming– Diffusion & AdoptionDiffusion & Adoption

Magic Bullet TheoryMagic Bullet Theory

One of the earliest One of the earliest media theoriesmedia theories

Direct effectsDirect effects Passive audiencePassive audience Media has Media has

powerful influencepowerful influence

Two-Step Flow TheoryTwo-Step Flow Theory

Use of opinion leaders (those who Use of opinion leaders (those who pay attention to the news/info)pay attention to the news/info)

People rely on more knowledgeable People rely on more knowledgeable people to tell them how to vote, what people to tell them how to vote, what to thinkto think– Message goes from opinion leaders to Message goes from opinion leaders to

aware or interested public, then to aware or interested public, then to unaware audiencesunaware audiences

Cognitive Dissonance Cognitive Dissonance TheoryTheory

People do not act on message if it’s People do not act on message if it’s contrary to their beliefscontrary to their beliefs

Therefore you must introduce Therefore you must introduce information that causes them to information that causes them to QUESTION their beliefsQUESTION their beliefs

Media Effects Media Effects (Agenda-Setting Theory)(Agenda-Setting Theory)

Media has limited effectsMedia has limited effects Media doesn’t tell people what to Media doesn’t tell people what to

think, but WHAT TO THINK ABOUT!think, but WHAT TO THINK ABOUT! Above the fold? Leads the newscast?Above the fold? Leads the newscast?

FramingFraming

How media select How media select certain facts, themes, certain facts, themes, wordswords

How did Bush frame How did Bush frame war with Iraq?war with Iraq?– War on terrorWar on terror– Search for WMDSearch for WMD– Saddam a threat to Saddam a threat to

other countriesother countries– Saddam a threat to his Saddam a threat to his

own peopleown people– Non-compliance issueNon-compliance issue

Framing Cont…Framing Cont…

How media frames:How media frames:– War on terrorWar on terror– Search for WMDSearch for WMD– Saddam a threat to other countriesSaddam a threat to other countries– Saddam a threat to his own peopleSaddam a threat to his own people– Non-compliance issueNon-compliance issue

Diffusion & Adoption Diffusion & Adoption TheoryTheory

Five StepsFive Steps– (1) Awareness(1) Awareness– (2) Interest(2) Interest– (3) Trial(3) Trial– (4) Evaluation(4) Evaluation– (5) Adoption(5) Adoption

ACTIVE v. PASSIVE audience/publicACTIVE v. PASSIVE audience/public

Active or Passive?Active or Passive?

Passive audiences need to be lured:Passive audiences need to be lured:– Lots of visualsLots of visuals– Catchy themes or slogansCatchy themes or slogans– Short messages onlyShort messages only

WHAT MEDIA IS RIGHT FOR THIS WHAT MEDIA IS RIGHT FOR THIS TYPE OF AUDIENCE?TYPE OF AUDIENCE?

Diffusion & Adoption Cont…Diffusion & Adoption Cont…

PR most influential in first two stepsPR most influential in first two steps– (1) Awareness(1) Awareness– (2) Interest(2) Interest

Friends/family most influential in Friends/family most influential in trial & evaluation stagestrial & evaluation stages

A person does not necessarily go A person does not necessarily go through all 5 stages with any given through all 5 stages with any given product/ideaproduct/idea

Factors that Affect Adoption Factors that Affect Adoption ProcessProcess

Relative AdvantageRelative Advantage CompatibilityCompatibility ComplexityComplexity TrialabilityTrialability ObservationObservation

Uses & Gratifications Uses & Gratifications TheoryTheory

Media has limited effectsMedia has limited effects People CHOOSE what media they People CHOOSE what media they

consumeconsume Active audience membersActive audience members

Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds

Physiological needs (food, clothing, Physiological needs (food, clothing, shelter)shelter)

Safety needs (loss of life, protection Safety needs (loss of life, protection against danger)against danger)

Social needs (friendship, love)Social needs (friendship, love) Ego needs (self-esteem, status)Ego needs (self-esteem, status) Self-fulfillment needs (talent, Self-fulfillment needs (talent,

intellect)intellect)

Applying Theories to PRApplying Theories to PR

Magic Bullet?Magic Bullet? Two-Step Flow?Two-Step Flow? Media Effects (Agenda-Setting)?Media Effects (Agenda-Setting)? Framing?Framing? Diffusion & Adoption? Diffusion & Adoption? Uses and GratificationUses and Gratification

Agenda-Setting TheoryAgenda-Setting Theory

A local newspaper decides to run a A local newspaper decides to run a front page article on the drug bust front page article on the drug bust

of a prominent member of the of a prominent member of the community.community.

Two-Step Flow TheoryTwo-Step Flow Theory

An anti-tobacco campaign that An anti-tobacco campaign that targets elementary students uses targets elementary students uses popular high school students to popular high school students to

communicate the message. communicate the message.

Uses & Gratifications TheoryUses & Gratifications Theory

Shirley’s Green House develops a Shirley’s Green House develops a weekly gardening program that airs weekly gardening program that airs

locally on TV Channel 31. locally on TV Channel 31.